At this time, our 2022 dates for the CPD Mini-Course: Effective Public Diplomacy Strategy are pending. Check back soon!

Effective Public Diplomacy Strategy and Planning

This workshop provides participants with a working knowledge of planning and developing a public diplomacy program. The emphasis will be on exploring solutions that are strategically informed and data-driven. Participants will learn the key building blocks and activities of PD program planning based on assigned campaigns. The workshop comprises six modules:

  • Fundamentals of Public Diplomacy Strategy and Planning 
  • Audience Analysis
  • Narrative Strategies for Public Diplomacy
  • Content Planning for Public Diplomacy
  • Public Diplomacy Impact Assessment
  • Selling Your Idea Internally

Modules

Fundamentals of Public Diplomacy Strategy and Planning
We begin with introducing a framework for public diplomacy campaign planning that is easily adaptable to your organization’s needs. We will then discuss the evolving audience information journey and the importance of developing a theory of change that underlies PD program design and evaluation.   

Audience Analysis
In this module, participants will identify stakeholders/influencers; analyze and define their roles and expectations; understand and prioritize their needs; and map influence and factors determining successful stakeholder engagement. Through exercises and group discussion, attendees will be able to plot stakeholder strategy in current public diplomacy campaigns. 

Narrative Strategies for Public Diplomacy
This module addresses the development of effective strategic narratives in the face of inadequate information, competing institutional priorities and diverse audiences in the global media environment. Using a specially developed matrix, participants will delve into best practices and things to avoid, and will learn from from real-time cases.

Content Planning for Public Diplomacy
This module discusses and evaluates communication channel options to arrive at an optimal mix of tools and platforms for the campaigns under consideration. It examines audience touch points as the basis for communication planning. 

Public Diplomacy Impact Assessment
Measurement and evaluation are the benchmarks for effective public diplomacy activities. This module will discuss and explore a variety of ways to evaluate the impact of your public diplomacy programs through case studies.

Selling Your Idea Internally
Getting buy-in from your higher-ups is essential for effective strategy planning and implementation. In this module, you will practice pitching your idea through simulation to better ensure it is championed by organizational leadership. 

Schedule

The dates for this workshop are being finalized. Please check back here for dates and times. You are expected to arrive on time and to attend all modules. Unfortunately, there are no make-ups. All scheduled meeting times will be in Eastern Time (time zone converter here).

  • Friday, TBD: 10:00am–12:30pm (online)
  • Wednesday, TBD: 9:00am–4:30pm (in-person)
  • Thursday, TBD: 9:00am–4:45pm (in-person)
  • Friday, TBD: 9:00am–12:00pm (in-person)

Tuition

  • Single participant: $2,050 USD
  • Multiple (3+ from the same organization): $1,850

Application

CPD will begin accepting applications in early, 2022. Application deadline and other information will be updated on this page.